14 Oct Google Adwords Expanded Text Ad Excel Download

The Excel template is a convenient tool for agencies, developers and Adword practitioners in providing clients a preview for approval on Expanded Text Ads. The Excel spreadsheet by Oxford Circus allows you to preview Expanded Text Ad’s and also includes word count and text limitations in each field.

Why use it?

Send to client’s for approval where clients can preview the Ad prior to activating.

What are Expanded Text Ads by Adwords

With the move to double headlines and longer descriptions, the way text ads will need to be written has changed. In fact, every text ad in all campaigns will eventually need to be written utilizing the new format. Needless to say, advertisers will be spending a significant amount of time this summer writing new copy.

Having experienced what’s ahead, advertisers who are already making use of extended headlines (where description line 1 is combined with the headline) will have less work. Instead of having to write two headlines, the existing headline and first description line can be recycled as the new double headline.

Let’s take, for example, an extended headline ad as it stands today. Here’s an ad for “oval coffee tables.”

An ad with an extended headline

In this example, the headline is 18 characters, while description line 1 is 31. In the new format, each headline is allowed 30 characters. Thus, our first headline of “oval coffee tables” can be used again, but we’re 1 character over for the second headline. Not to worry, though, as we can adjust the messaging in the second headline to be under the limit.

An ad with a double headline

Even though we had to adjust the second headline, our messaging is similar between the current and new ad formats. In many cases, it will be less time-consuming to adjust the extended headlines you are already using instead of creating new double headlines. That’s not to say that you shouldn’t test new double headlines, but you’ll save time by working with your existing copy.

The second part of the new ad format is the extended description, now up to 80 characters. For a long time, I haven’t put as much emphasis on description line 2 (since it can’t show in the headline). Between the extended headline and the vast amount of ad extensions, the description can get buried. Thus, even though the description has been extended, my philosophy hasn’t changed. I like to think of the extended description similar to an organic meta description. It’s nice to have the content, but ultimately, searchers are drawn by the headline.

When you write the new descriptions, don’t obsess about making them perfect. You’ll still want to make sure you utilize the targeted keyword(s) and see that the description is accurate to the product/service, but you should spend more time with your double headlines and ad extensions. In some cases, I’ve actually copied on-page content to use for the description.

The other caveat is your call to action (CTA). With this new format, more advertisers will be making use of the CTA in the double headline. However, if the double headline doesn’t have the CTA, make sure it’s present in the description.